Japanese Consumer Co-operatives - A market entry opportunity for Queensland fresh horticultural produce

Abstract

It is important that Queensland horticultural producers develop export capacity. Production is increasing and Australia has a relatively small domestic market. Export also provides a means to diversify as a risk management strategy and to arrest the income decline from existing markets. This research provides Queensland horticultural producers with a practical example of how the principles of supply chain management and relationship marketing may be applied to successfully access a new export market – the Japanese consumer co-operatives.

The thesis examines the theories of relationship marketing and supply chain management and proposes that these constructs provide a suitable format for the development of trading relationships between Queensland producers and Japanese consumer co-operatives. Based on surveys of the co-operatives, the thesis outlines the specific philosophical and operational issues for the co-operatives which impact on their use of imported fruit and vegetables, and identifies direct supply from producers to consumers (sanchoku) as a potential strategy for gaining market entry.

Key success factors are developed from the survey data and applied to a case study of a Queensland asparagus company and a mid-sized Japanese co-operative. The development of the business relationship and supply chain is chronicled for the case study firms.

The dissertation concludes with observations from the case study and the co-operative survey, providing valuable insights into the strategies required by Queensland firms to build lasting relationships and profitable supply chains into Japanese consumer co-operatives.